With fewer young people taking up the hawker trade, Singapore’s rich street food heritage is slowly dying out. As a proud, home-grown brand, Tiger wanted to reignite pride in our hawkers, as well as to breathe new life into hawker centres — which are also Tiger’s main consumption channels.

We started with a series of films that celebrated the craft that went into our local dishes, provoking a question: are we taking our street food for granted?

Then, we rallied Singaporeans show appreciation for their favourite hawkers in a way they know best – through social media. People expressed their strong support for our efforts, and even stronger support for hawker food.

We took these sentiments gathered from our hashtag, and turned them into an outdoor campaign, with ads being written by Singaporeans themselves, to spur on other Singaporeans.

We then held events nationwide to drive consumption of street food and shine a spotlight on hawkers.

And through our sales garnered from this movement, we raised more than $250,000 for the Street Food Support Fund to provide financial support for up-and-coming hawkers.